The initial request was simple: “we would like to buy a management software”. After the first analysis we proposed the exact opposite, and in the end it was the right call.

Because this professional firm’s problem was not the lack of software. It was that the work of six people was about to be bent into the logic of a tool designed for someone else. We flipped the order: first the real process, then a tool built to measure on top of that process.

Three spreadsheets, one inbox and people’s memory

A firm that handles long, document-heavy cases managed its contacts like this: a few spreadsheets, scattered messages and whatever each person happened to remember. It worked, until the volume grew.

Then came the symptoms we see in almost every business of this kind:

• Nobody knew for sure where a case stood without asking a colleague
• Requests from the website were picked up “whenever someone remembered”
• Clients who asked for information without deciding right away vanished from the radar

Three gaps that, on their own, look small. Together they are work and clients lost along the way, without anyone noticing.

First the process, then the tool

We reconstructed the client’s journey from the first request to the closing of the case, interviewing the people who walk that path every day. Not how it should work on paper: how it really works, including the exceptions and the steps no one had ever written down.

That document became the structure. Every phase of the work turned into an archive, every handover into a field, every wait into a status visible to everyone.

Seven linked archives

Incoming requests, pre-qualification, active cases, documents, appointments, notes and history. Each archive is linked to the others: from a case you reach its documents, its appointments and everything that was said to the client, without digging through an inbox.

Requests coming from the website enter the first archive on their own, with the source already recorded: which form, which campaign, which page. They are assigned to a person and take on a status the whole firm can see.

The automations, written on top of the structure

With a clear process, the automations become obvious, because they follow steps that already exist:

• Internal notification whenever a new request arrives
• Reminder to the client twenty-four hours before the appointment
• Follow-up sequences for those who asked for information but are not ready to decide yet
• Internal alert when a case sits still beyond the threshold set by the firm
• Reminders on document deadlines, which in this field are the most frequent cause of delays

One rule above all: no automation writes to the client without the text being read and approved by the firm. Every message was written, reviewed and authorised before going live.

A single screen to see everything

The result is one overview that shows the status of every case and who is responsible for it, without opening ten different tabs.

The figure that really matters is not technical: it is that the process no longer depends on who happened to be in the office that day. And that is exactly why a firm can grow without doubling its people.

Your work does not fit a ready-made software?

If you recognise your firm in a place where information lives across spreadsheets, messages and people’s memory, get in touch. We start from how you actually work today and build the tool around that, not the other way around. Here is how our approach to custom CRM works.

On New Year’s Eve, a venue plays against two clocks running at once. One counts how much you’ve collected before the door even opens. The other counts how fast you can get hundreds of people inside when they all show up in the same half hour. Get the first one wrong and you reach the night with the till still to be filled. Get the second one wrong and the most anticipated party of the year starts with a freezing queue out on the pavement.

With The Club Courmayeur, for New Year’s Eve, we worked on both clocks. Here’s what happened.

Over €150,000 already in the till before midnight

By the time staff opened the doors, most of the work was already done:

• Over €150,000 collected online, in advance
• Revenue coming entirely from table presales
• Every booking tied to a QR code to keep the entrance moving without a hitch

None of these figures happened by chance. Behind them sits a system built to line up two things that usually run apart: the sale, which has to close in the days beforehand, and the welcome, which has to survive a packed room filling up in a matter of minutes.

Sell the table beforehand, not on the night

The most common way to handle New Year’s Eve tables is also the most fragile: bookings come in by phone, over WhatsApp, by word of mouth, and you hope that whoever said “yes, I’ll be there” actually shows up. The result: lists that wobble, revenue that depends on the customer’s goodwill, and a night that starts with no certainties.

For The Club Courmayeur we removed the maybe. The table is bought online the way you buy a ticket: the person chooses, pays, and from that moment the spot is theirs and the money is in the till. The practical upshot is simple. On the eve of December 31st we already knew what the night was worth, table by table, without waiting for anyone to confirm at the door.

For people to buy in advance, though, opening a checkout isn’t enough. You need communication that makes that night feel like the one place you want to be, and that gives a concrete reason to lock in the table now rather than put it off. That push is what filled the checkout in the right days.

The entrance: a scanner instead of a queue

Selling in advance solves half the problem. The other half shows up all at once, in the flesh, just before midnight.

This is where the piece that often gets ignored comes in: the logistics of the door. Every table sold matches a QR code. On arrival, staff simply scan it: the booking appears, the name is already linked to the table, entry is validated. No hunting through paper lists, no arguments over who booked what, no customers left out in the cold while someone flips through a sheet.

The advantage isn’t just speed. It’s control. Staff know at any moment who’s in and who’s missing, access stays orderly even at peak crowd, and a paid table can’t be taken by someone else. The most chaotic night of the year flows like any other.

How the difference shows on the 31st

Picture the two versions of the same night.

In the first, the till fills up hoping phone bookings turn into actual arrivals, and at the door someone with a printed list searches for names while the queue grows. In the second, the tables have been sold and paid for days ago, and at the door every guest passes through in seconds because a scanner reads their code.

The Club Courmayeur lived the second version. And the difference, for a customer who paid to have a good time, is felt from the very first second: they walk in and the party starts, not the queue.

You don’t need a nightclub to use this playbook

The idea reaches far beyond venues. Any time you sell a limited-capacity experience and collect it on a single crowded day, you have the same two clocks to keep in check: bring the payments home first, and keep the entrance moving when everyone arrives together.

A festival, an event dinner, a show, a tournament, a booking-only opening: the scenario changes, the mechanics don’t. E-commerce to sell in advance and QR codes to manage access that hold booking, payment and door validation together. One single flow, from the first click to the moment the guest walks in.

Got a big night to run?

If you organize events, run a venue, or have a date you can’t afford to get wrong, get in touch. We’ll show you how to build the same system that got The Club Courmayeur to collect over €150,000 before opening, and to let everyone in without a queue.

Almost nobody hands over their contact details to a school just to be sold a course. But how many people would agree to find out, for free and in two minutes, how good their English actually is? Plenty. That’s the whole difference between a campaign that burns budget and one that fills the contact list.

With MoveYourEnglish! we didn’t go for the most aggressive offer or the biggest budget. We built bait: something people wanted to get before buying anything at all. The result speaks for itself.

The numbers: 212 contacts spending 450€

No big-brand campaigns, no four-figure spend. A single paid campaign, the right idea at its core, and in a little over a month:

• 212 leads collected in 40 days
• 450€ of budget, that’s it
• A free English test as the way in

Do the math: a little over 2€ per contact. In a sector where acquiring a single enquiry can cost far more, that ratio changes the rules of the game. And it didn’t come from spending a lot: it came from offering the right thing.

Why free bait beats a direct offer

The first instinct, when you want to sell courses, is to say “Enrol” right away. It seems logical. In reality it’s the fastest way to scare off the people who don’t feel ready to commit yet.

Free bait flips the relationship. Instead of asking (money, time, a decision), you give. And you give something the person sees as useful for themselves, not as an excuse to sell them something. The free English test works exactly like that:

• Very low friction. No cost, no risk, no commitment. The barrier to saying “yes” is almost zero.
• Real interest. Anyone who agrees to measure their English is, by definition, someone who cares about English. You filter your audience without openly filtering it.
• Perfect timing. At the end of the test the person knows their level and feels the gap to close. It’s the ideal moment to talk to them about a course, with them already inside the conversation.

The bait doesn’t give away value at random: it uses it as a bridge. First you give a reason to engage, then you turn that engagement into a qualified contact.

How we built the mechanism

Bait only works if every link in the chain holds. On MoveYourEnglish! we worked on three points:

1. Creative that stops the scroll. Clean, recognisable visuals with an immediate message: you can find out your English level right now. No inflated promises, just a concrete invitation that’s easy to accept.
2. A dedicated landing page. Whoever clicks doesn’t land on a site full of menus and distractions, but on a page with one single purpose: start the test and collect the details. One possible action, zero dispersion.
3. The contact that stays in-house. Every lead enters an orderly flow, ready to be followed up at the right moment. This is where interest stops being a number and becomes a potential enrolment.

It’s the same chain we can set up for any business: sensible bait, a targeted paid campaign and a surgical landing page.

A model that goes well beyond English schools

The English test is specific to MoveYourEnglish!, but the mechanism is universal. Any business can invent its own bait: a guide, a trial, a free check, a simulation, a mini-audit. The content changes, the logic doesn’t.

A professional practice can offer a first analysis. An e-commerce a discount on the first order in exchange for an email. A service a demo or a personalised calculation. In every case the principle is the same: give value before you ask, and the contact list fills up on its own, at costs a direct offer will never reach.

The lesson of this case isn’t “spend less”. It’s design the right offer, the one people actually want to take. At that point, the budget matters far less than you think.

Want your own bait that generates contacts?

If you have courses, services or products to fill and it feels like you’re throwing money at campaigns that bring nothing, the problem is almost never the budget: it’s the offer. Get in touch and we’ll build the right bait for your business together, the same logic that took MoveYourEnglish! to 212 leads in 40 days on 450€.

Ask any gym owner which month they’d happily skip and they’ll say August. Cities empty out, people’s attention is elsewhere, and anyone weighing up a membership files the decision away with the usual line: “I’ll think about it in September.” So summer turns into one long wait, with revenue frozen until everyone gets back.

With Maxifit we decided to read that month backwards. Instead of waiting for September, we sold in August.

€21,500 in memberships taken in while the others were closed

No queues at the counter, no sign-ups done in person. Just a carefully engineered ad campaign, a landing page built to make people decide fast, and the purchase completed from a smartphone. In the month everyone writes off:

• €21,500 in revenue generated online alone
• A clean path: ad campaign, landing page, online purchase
• All in August, when the competition had already switched off

These numbers didn’t happen by accident. They’re the outcome of one deliberate choice: to speak to the right people at the exact moment nobody else in the industry was raising their voice.

August isn’t a lost month, it’s a month left wide open

The belief that torches almost every gym’s summer is a single one: “Nobody buys in August anyway, better to pick things up in September.” It’s a self-fulfilling prophecy. You switch off the communication, so you don’t sell, so you convince yourself August was a write-off.

Reality is different. People are around in August, they’re more plugged in than usual, and they finally have time to stop and read an offer in full. It isn’t the audience that’s missing: what’s missing is someone addressing them with a valid reason to decide now. When the whole industry goes quiet, whoever speaks well isn’t competing with anyone. They’ve got the stage to themselves.

How we switched sales on in the wrong month

The work on Maxifit lined up three elements that wouldn’t be enough on their own, but together made the difference:

1. An ad campaign tuned to the summer context. Not the usual invitation to “come try us out,” but a message built for someone scrolling their phone on holiday, with a clear offer and a concrete reason not to push it to September.
2. A landing page that closes, not one that informs. Every click lands on a page with a single job: to walk the person to the purchase with no leaks, giving them everything they need to say yes in a few seconds.
3. A fully online purchase. No trip to the location, no appointment to book. People buy from the sofa, from the beach, from their phone.

It’s the same sales machine we keep running for Maxifit all year long: campaigns, landing pages and CRM automations working together, including the weeks when the rest of the market goes on pause.

The hidden advantage of the low season

Here’s the point most people miss: €21,500 in August doesn’t come from having posted a few extra times. It comes from having held the attention of the right people in the one window their competitors left uncovered, with a clean message and a purchase journey free of snags.

And it isn’t only about gyms. It applies to anyone selling online who gives up too quickly on the tough months: an e-commerce store, a subscription service, an off-season launch. An against-the-grain stretch isn’t an obstacle, it’s an empty space almost everyone ignores. Whoever claims it cashes in while the others wait.

Pulling the plug is the easy call. Bringing revenue in when the calendar says rest is a different craft.

Want to cash in during the months everyone else switches off?

If you run a business that lives on seasonality, a gym, an e-commerce store, a subscription service, and you’re tired of crossing the awkward months off the books, get in touch. We’ll show you how to build the same machine that got Maxifit to take in €21,500 online in the middle of August.

There’s a stretch of time, between signing the lease and the grand opening, when a gym is nothing but a hole in your bank account. The equipment arrives, the staff needs paying, the rent keeps running. On the other side, for weeks, there’s silence: nobody signing up, no revenue coming in, just the ribbon-cutting date creeping closer like a deadline.

That day is the real test. A gym that opens with half-empty floors doesn’t start with an uphill climb: it starts already at a loss and the first month turns into a scramble to recover what never came in beforehand. The question that matters isn’t “how will we advertise.”, but: who will actually be inside on day one?

For the new Maxifit gym in Brescia, that’s exactly what we worked on. And we flipped the order of things.

The Revenue Came in Before the Ribbon Was Cut

Shutters down. No classes running, no customer in yet for a trial. And still, when opening day arrived, the gym wasn’t starting from zero: it was starting with a list of members who had already paid, ready to walk through the door.

• Over 500 memberships sold online in pre-sale
• €220,000 in revenue collected before opening
• A pool of customers already on board, before we’d switched on a single treadmill

No last-minute discount thrown out in a panic, no lucky break. That number comes from a decision made upstream: build the desire to be there while there was still nothing to visit, then turn that desire into a real payment.

Why “Announcing the Opening” Almost Never Works

Most new gyms follow the same script. They open the profiles, post the construction photos, set a date, and wait for word of mouth to do the rest. It’s a passive approach: hoping people will notice, remember, and show up on their own.

The trouble is that waiting, by itself, doesn’t fill a weight room. People need a concrete reason to move now, not “whenever you open.” If the messaging doesn’t give that reason and doesn’t offer an immediate way to lock in a spot, the interest stays a like and fades. The gap between a launch that starts strong and one that struggles comes down to this: having pulled the customer’s decision forward, ahead of day one.

The Three Levers That Filled the Gym Before It Opened

The Maxifit project brought together three gears that, on their own, are worth little, but together turn a construction site into a waiting list.

1. Content that makes people want in. Not “come try us out,” but a precise story of what that gym would be, for whom, and why it was worth being there from the very first day. A strong visual direction, so the project was recognizable before it physically existed.
2. Advertising with dedicated landing pages. Every campaign sent the person to a page built for a single purpose: lock in the pre-sale membership right away, with a real advantage reserved for those who moved first. No detours, no leakage.
3. CRM automations that let no contact slip. Every request was captured, sorted, and followed up automatically. Anyone who showed interest was tracked all the way to a decision, so no potential member was left forgotten in an unanswered message.

It’s the same acquisition machine we run across all Maxifit locations: site, campaigns, landing pages, and CRM automations working in sync, one location at a time.

The Method Isn’t Only About Gyms

The point of this €220,000 isn’t “they posted a lot.” It’s that the right message reached the right people at the moment a decision could still be brought forward. When communication works that way, revenue stops being a byproduct of opening and becomes something you can build ahead of time.

And this pattern repeats well beyond fitness. It holds for a venue about to launch, for a product release, for a professional practice opening its doors, for an e-commerce making its debut: every time opening “cold” would mean giving away the first weeks, anticipating demand changes the rules of the game.

About to Open and Don’t Want to Start From Zero?

If you have a launch ahead of you, whether it’s a gym, a shop, a venue, or a studio, and the thought of an empty first month keeps you up at night, get in touch. We’ll show you how to build the same machine that got Maxifit to collect €220,000 with the shutters still down.

Some companies come to us with an e-commerce that sells, yet with the feeling of being stuck. The numbers won’t grow, the previous agency has been repeating the same playbook for months, and everyone keeps asking the same question: is this the ceiling, or have we just not broken through it yet?

This case starts exactly there. An established e-commerce, the previous year run by another agency, that at some point decided to switch. We stepped in on two fronts at once: we rebuilt the website and rewrote the advertising strategy from scratch. Here’s what happened between the before and the after.

Before: a store running at half speed

When we took over the project, the picture was clear. The traffic was there, the advertising was running, but revenue wasn’t following. Ad spend was distributed the same way every time, with no sense of priority, and the site (the place where people are actually supposed to buy) was slowing everything down: slow to load, unclear in its purchase steps, built more to exist than to sell.

The problem, in an e-commerce, is that these two limits stack up. You can bring the right people to the page, but if once they arrive they find a clunky experience, you lose them at the very moment they were ready to pay.

The Results: +119% Net Revenue (July 2026 vs. July 2025)

Same product catalog, same market, same seasonal trends. What changed were the website and the advertising strategy. Comparing July 2026 (under our management) with July 2025 (managed by the previous agency):

• +119% net revenue month-over-month.
• An e-commerce rebuilt to be fast, clear and easy to buy from
• An advertising budget allocated with logic, pushed where it actually paid off

The website restyling: where the result was actually decided

Many people think an e-commerce is pushed by advertising alone. In reality it’s the site that decides how many of those visits turn into orders. That’s why the restyling was the most decisive part of the work.

We rebuilt the buying experience around the customer: more convincing product pages, a more direct path to checkout, fewer pointless steps between “I like it” and “I bought it.” We worked on speed, because every extra second of loading is a customer walking away. And we made everything clean and readable on mobile too, where most purchases now happen.

The result is a store that no longer wastes the people advertising works hard to bring in. The same visit that used to be lost now converts.

The new adv strategy: budget where it counts, not everywhere

On the advertising side we dismantled the inherited setup and built a new one on three pillars:

1. Targeted paid campaigns. No more generic campaigns identical for everyone. Every ad speaks to a specific audience, the one with a real likelihood of buying, not just scrolling.
2. Re-targeting and smart budget distribution. Anyone who visited the site, added to cart or showed interest is brought back to purchase with the right message. And the budget isn’t spread evenly: it concentrates where the data says it performs best.
3. Videos built to sell. Not clips made to look nice, but content designed to stop the scroll, show the product in its most desirable light and guide the person all the way to the order.

Advertising and website worked as a single machine, together with the CRM automations that keep contacts in order and recover those who stop halfway.

What this turnaround teaches

The lesson is simple: when an e-commerce seems stuck, the limit is rarely “spend more.” Almost always it’s a matter of buying experience and how the budget is invested. In this case we acted on both, and that’s why net revenue more than doubled.

It doesn’t only apply to this store. It applies to anyone with an e-commerce that sells but feels it has hit an invisible ceiling: often that ceiling is the site, or an advertising strategy nobody has seriously questioned in a long time.

Want to know what’s holding your e-commerce back?

If you have an online store that sells but isn’t growing the way it should, or if you’re considering switching agencies, get in touch. We’ll look at your site and advertising together and tell you, numbers in hand, where the margin you’re leaving on the table is hiding.

Let’s start with the math, because here the math is the whole story. A personal trainer sells tailored training plans, which is a high-value service: the margin on a single client is wide, and closing just a few contacts is enough to quickly recover what you spent to find them. When the service is worth this much, the question that matters is not “how many contacts did I get”, but “how much did each one cost me, and how much is it worth in return”.

With Davide Mazzolari that question has a precise answer. We first built his website, then switched on a lead-generation engine on a deliberately small budget. Here is what the numbers say.

Let’s do the math: 483 contacts at €8 each

Three months of activity, an intentionally low budget, no shortcuts:

• 483 leads generated in 3 months
• €40 of daily budget
• €8 cost per result, for every single lead

Line up the figures: roughly €3,600 of total ad spend over three months, 483 people raising their hand. Now flip the view to the revenue side. A tailored training plan is not a cup of coffee: it is worth hundreds of euros. You only need a tiny handful of those 483 contacts to become clients to cover the entire three-month spend, and everything else that converts is pure margin.

Why €8 is the number that changes the equation

Cost per lead on its own tells you nothing. It tells you everything only when you compare it to the value of what you sell. Eight euros would be expensive to sell a €15 product. It is absurdly low when on the other side there is a service that, once the client is acquired, is worth many dozens of times more.

This is where the margin lever sits: on a high-value offer, a low cost per lead is not a small saving, it is a multiplier. Every euro spent on advertising comes back amplified by the margin of the service. That is why with Davide we did not chase volume at any cost: we kept spend low and contact quality high, because that is exactly where the economics of the campaign tip in your favor.

How we kept the cost per result this low

Eight euros per lead, held for three months, does not happen by chance. It is the product of three choices:

1. Structured advertising, not improvised. An ad setup built to reach people already motivated to train seriously, so the €40 a day land on the right audience instead of scattering on cold traffic that inflates costs.
2. Landing pages with a single goal. Every campaign sends the contact to a page built for one thing only: getting details from people genuinely interested in a plan, immediately and with no friction. Less friction means more contacts for the same spend, so a lower cost per lead.
3. The website as the foundation. Before the campaign even started we built his site: it gives credibility, tells who Davide is, and keeps the interest from cooling between the click and the request.

Website, campaigns and landing pages all push in the same direction. It is this alignment that crushes the cost per result.

The same math works for anyone selling at high margin

The lesson is not just about fitness. It works for any professional selling a service with a wide margin: a consultant, a firm, a coach, an agency. When the value of a client is high, a cost per lead of €8 opens up a return few expect, because you do the math on the margin, not on the price of the click.

The point is to stop seeing ad spend as a cost and start reading it as an investment with a known multiplier. 483 contacts at €8 each, for anyone selling at high value, is one of the most favorable equations there is.

Want to run the same numbers on your business?

If you sell a high-value service and want to understand what a low cost per lead could be worth applied to your margins, get in touch. We will show you the same engine that took Davide Mazzolari to 483 leads at €8 each, and we pair it with our CRM automations so you never lose a single contact.